Hi, I’m Joey. I’m a creative director who’s spent 20+ years building brands at every altitude:

First designer at a SaaS startup (Stella Connect — acquired by Medallia for $100M), enterprise creative director for a $1B+ brand (unifying 6 acquired companies into one system), and design director through a media brand's growth to 500K monthly readers (BizBash).

Since 2024 I've run a fractional practice for companies in motion — SaaS, cybersecurity, sports tech, fintech, publishing. My anchor client, Tekmetric, gets the full range: a brand system across 25+ channels, the Tektonic conference identity, and experiential builds like a SEMA racing simulator. The through-line is a research-first, five-phase identity process that produces systems teams can actually run: guidelines, asset libraries, and brands that hold up long after I'm gone.

Events are the other constant. I spent a decade inside the event industry (BizBash — publication, trade shows, IdeaFest and Elevate), directed enterprise conference creative at Medallia (Adobe Summit, Forrester, CCW, virtual events), and now build conference identities designed to return year after year. I make brands that perform in a room, not just on a screen.

The practice is deliberately AI-accelerated — generative imaging, LLM-assisted workflows, AI-era brand discovery — which is how a studio of one delivers at enterprise scale.

RISD-trained. Based in Peekskill, NY. Working with teams everywhere.